Actor and comedian Shiva Shah Ra has made an emotional plea to the public while exposing a controversial new trend in Kollywood’s casting process.
In a recent interview, he revealed that production houses are now prioritizing an actor’s social media following over their actual acting talent or experience.
“Followers now fix my salary,” he stated, explaining that actors with millions of followers are given preference and higher pay scales regardless of their suitability for a role.
He lamented that veteran character artists and theater-trained actors are being sidelined in favor of “influencers” who can bring digital traction.
This “casting by algorithm” is a new reality that many supporting actors in the industry are reportedly struggling to navigate as they compete for screen time.
His statements have triggered a wider debate among cinema lovers about whether Kollywood is trading its artistic soul for digital metrics.
